Who’s Laughing Now? The Effect of Simulated Laughter on Consumer Enjoyment of Television Comedies and the Laugh-Track Paradox

Brian Gillespie, Mark Mulder and Manja Leib

Journal of the Association for Consumer Research, 2016, vol. 1, issue 4, 592 - 606

Abstract: Past research in consumer psychology has suggested that the presence of simulated laughter (laugh tracks) in comedic television programming increases consumer perceptions of the show as humorous. It has therefore been assumed by both academics and practitioners that simulated laughter also increases consumer’s hedonic enjoyment. Results across three experimentally controlled field studies offer evidence contrary to these assumptions. While the presence (vs. absence) of simulated laughter does enforce consumer perceptions of a program as humorous, consumers’ ability to transport into the narrative is simultaneously limited, suggesting a competitive mediation model termed here the “laugh-track paradox.” Furthermore, the impact of simulated laughter on perceptions of humor appears to result from heuristic-based processing, as laugh tracks provide a heuristic cue of humor. Key findings, future research, and practical implications are discussed.

Date: 2016
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